940 million social media users in the world

72% are members of two social network sites

The majority of surfers are members of two or more social network sites; this usually entails two sites used for private purposes. 16% are members of a professional network, of which LinkedIn is the most popular.

It is becoming difficult for new social sites to recruit members. The majority of surfers are happy with their current situation and do not want to become members of a new platform. Furthermore, they do not intend to reduce their use of their current sites. There is therefore a certain degree of stability in this market.

Twice per day and 195 friends

Users of social media log in on average twice per day. The average social media user has 195 friends, in which South America is highest with an average of 360 friends, followed by Portugal with 236 friends and the United States with 200 friends.

On professional sites this percentage is significantly lower, where the average is nine times per month. Different types of users exist: there are those who log in often though rarely write anything themselves and mainly observe others (14%). There is another group of 26% who frequently log in and write something every time they do.

Unfriending is a popular activity

58% of social media users have unfriended a friend. South American users are highest in this category too – 81% have removed people from their social network.

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